The Voice CSP: case study blog tas


Language and contexts

Homepage

Go to the Voice homepage and answer the following:

1) What news website key conventions can you find on the Voice homepage?

Advertisements,  subscription icon, thumbnails, top menu bar,  news content 

2) What are some of the items in the top menu bar and what does this tell you about the content, values and ideologies of the Voice?

Content such as news, sports, lifestyle, entertainment, competitions, opinion and faith. It appeals to a large target audience including hard and soft news.
 
3) Look at the news stories on the Voice homepage. Pick two stories and explain why they might appeal to the Voice's target audience. 

 black community perspective-the media presents his death honestly without any type of racial discrimination.

4) How is narrative used to encourage audience engagement with the Voice? Apply narrative theories (e.g. Todorov equilibrium or Barthes’ enigma codes) and make specific reference to stories on the homepage and how they encourage audiences to click through to them.

 black community perspective-the media presents his death honestly without any type of racial discrimination.

Lifestyle section

Now analyse the Lifestyle section of the Voice and answer the following:

1) What are the items in the sub-menu bar for the Lifestyle section and what does this suggest about the Voice audience?

food, health and well-being, relationships, and travel- this suggests that their audience are older adults that most likely work 9-5's 

2) What are the main stories in the Lifestyle section currently?

resilience and economic transformation, Louis York & Gramps Morgan encourage the world to ‘Have a Little Light’ on new chart-topping song, ‘Our education system needs a complete revamp’ and Leeds Caribbean and African Communities celebrated in photographic collection

3) Do the sections and stories in the Voice Lifestyle section challenge or reinforce black stereotypes in British media?

challenge black stereotypes seen in Britain as we can see how the stories want to inform and even celebrate there achievements. 

4) Choose two stories featured in the Lifestyle section – how do they reflect the values and ideologies of the Voice?

British African heritage brand make history at Arsenal- pushing black people and african culture on the map in different indistrues. 

Feature focus

1) Read this Voice opinion piece on black representation in the tech industry. How does this piece reflect the values and ideologies of The Voice?

The values and ideologies as it wants to give equal opportunities to everyone in order to thrive in any sector or industry they want in order to to shape the culture and inspire innovation.
 
2) Read this feature on The Black Pound campaign. How does this piece reflect the values and ideologies of The Voice?

 Owned business' the platform to advertise their services and supports them buy providing a range of workshop and masterclasses.

3) Read this Voice news story on Grenfell tower and Doreen Lawrence. How might this story reflect the Voice’s values and ideologies? What do the comments below suggest about how readers responded to the article? Can you link this to Gilroy’s work on the ‘Black Atlantic’ identity?

The discrimination and racism that were present in the British culture during the Grenfell tower incident.

Social and cultural contexts - 40 Year of Black British Lives

Read this extract from The Voice: 40 Years of Black British Lives on rapper Swiss creating Black Pound Day (you'll need your Greenford Google login to access the document). Answer the following questions:

1) What is Black Pound Day?
An event aimed  at celebrating Black-owned business and giving the black community a financial and emotionally boost, after the anger at racial inequality in the UK by the protest that followed George Floyd's death.
2) How did Black Pound Day utilise social media to generate coverage and support? 

Trending on Twitter making it a regular even that encouraged people to buy products from black owned businesses.

3) How do events such as Black Pound Day and the Powerlist Black Excellence Awards link to wider social, cultural and economic contexts regarding power in British society?  

Challenge the of power dynamics by promoting black owned business and brings a spotlight on racial wealth gaps.

Audience

1) Who do you think is the target audience for the Voice website? Consider demographics and psychographics.

Young adults and middle ages people from african, Caribbean heritage, reformers and succeeders

2) What audience pleasures are provided by the Voice website? Apply media theory here such as Blumler and Katz (Uses & Gratifications).

Diversification and surveillance as the newspaper not only informs its target audience put presents a entertainment like the lifestyle section

3) Give examples of sections or content from the website that tells you this is aimed at a specialised or niche audience.

News section when opened shows top stories, all of them talk about black male or females in the titles showing their niche target audience.

4) Studying the themes of politics, history and racism that feature in some of the Voice’s content, why might this resonate with the Voice’s British target audience?

Underrepresented by mainstream news, history and politics so this is where they get their news from.

5) Can you find any examples of content on the Voice website created or driven by the audience or citizen journalism? How does this reflect Clay Shirky’s work on the ‘end of audience’ and the era of ‘mass amateurisation’?

The Voice becuase people are not staying passive to what mainstream media has said about this case. Instead they are able to find people who agree with them and publicly go against it fighting for their voice.

Representations

1) How is the audience positioned to respond to representations in the Voice website?
The voice is able to represent the black community and even its culture more better than any newspaper.

2) Are representations in the Voice an example of Gilroy’s concept of “double consciousness” NOT applying?
They reprents the balck culture.

3) What kind of black British identity is promoted on the Voice website? Can you find any examples of Gilroy’s “liquidity of culture” or “unruly multiculturalism” here?
Black and British culture is both present in the Voice and we can clearly see this through the music shown.
4) Applying Stuart Hall’s constructivist approach to representations, how might different audiences interpret the representations of black Britons in the Voice?
Black Britons will have an intentional approach and feel empowered from all the accomplishments they have achieved.
5) Do you notice any other interesting representations in the Voice website? For example, representations or people, places or groups (e.g. gender, age, Britishness, other countries etc.)

The representations of women: constantly shows black women in leadership roles.
Industries

1) Read this Guardian report on the death of the original founder of the Voice. What does this tell you about the original values and ideologies behind the Voice brand? 
It was created to represent black communities by building up a reputation for campaigning against racism and injustice.
2) Read this history of the Voice’s rivals and the struggles the Voice faced back in 2001. What issues raised in the article are still relevant today? 
The newspaper has many more racism stories over the years but at the front its only posisitve things.
3) The Voice is now published by GV Media Group, a subsidiary of the Jamaican Gleaner company. What other media brands do the Gleaner company own and why might they be interested in owning the Voice? You'll need to research this using Google/Wikipedia or look at this Guardian article when Gleaner first acquired The Voice.

Jamaica's biggest, most exciting and most influential electronic, print and digital media platforms, including: Television Jamaica Limited
4) How does the Voice website make money?
subscription, advertisements, selling their book and even letting viewers give in donations through PayPal
5) What adverts or promotions can you find on the Voice website? Are the adverts based on the user’s ‘cookies’ or fixed adverts? What do these adverts tell you about the level of technology and sophistication of the Voice’s website?
The adverts contain display adverts that attract consumers attention and this helps them to target a wider audience.
6) Is there an element of public service to the Voice’s role in British media or is it simply a vehicle to make profit?
It focuses on britsih culture and news 
7) What examples of technological convergence can you find on the Voice website – e.g. video or audio content?
Video content like interviews, podcast features, and social media links like Instagram posts.
8) How has the growth of digital distribution through the internet changed the potential for niche products like the Voice?
It has made it easier for media companies to reach a wider audience as they now have access to global audiences.
9) Analyse The Voice’s Twitter feed. How does this contrast with other Twitter feeds you have studied (such as Taylor Swift)? Are there examples of ‘clickbait’ or does the Voice have a different feel?
Their page has much lower numbers of followers at 54.3K compared to Taylor Swift who has a much bigger number of followers on her twitter page.

10) Study a selection of videos from The Voice’s YouTube channel. What are the production values of their video content?
The camera quality proves that its a low budget .

Comments

Post a Comment

Popular posts from this blog

Industries: Ownership and control blog tasks

  Industries: Ownership and control blog tasks Media conglomerate research 1) Type up your  research notes  from the lesson - what did you find out about your allocated media conglomerate? Selection of companies: Alphabet,  The Walt Disney Company,  National Amusements,  Meta,  News Corp,  Time Warner, Comcast. If you were absent or didn't have time in the lesson to make these notes, research  any one  of the companies above and find examples of all the terminology outlined in the notes at the start of this blogpost. 2) Do you agree that governments should prevent media conglomerates from becoming too dominant? Write an argument that looks at both sides of this debate. Yes, since more established, powerful companies prevent smaller, independent businesses from competing in the market. Media Magazine reading and questions Media Magazine 52 has a good feature on the changing relationship between audiences and institutions in the digital ag...
Read more

Representations of women in advertising

Blog tasks: Representations of women in advertising The following tasks are challenging - some of the reading is university-level but this will be great preparation for the next stage in your education after leaving Greenford. Create a new blogpost called 'Representations of women in advertising' and work through the following tasks. Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising Read  these extracts from an academic essay on gender in advertising by Reena Mistry . This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions: 1) How does Mistry suggest advertising has changed since the mid-1990s? There has been an increase in distinctly homosexual images. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? women were meant to feel guilty for wanting to have their own purpose and doing other things, rather than just being a...
Read more

Reception theory

Image
  Part 1) Applying Reception theory to adverts Look back at the adverts you have been analysing in  last week's lessons on Reading an Image and media codes  (RBK 50 Cent and one of your choice).  1) What are the preferred, negotiated and oppositional readings for the RBK 50 Cent advert?  Preferred-The preferred reading of this advert is that Reebok is a understanding and non-judgemental brand which accepts people for who they are and don't judge people based on there past and see people for there individual personality as they are a growing brand that encourages people to be themselves.  Negotiated-Some people may get confused to what the advert is about as it looks like the advert is mainly about 50 cent;this is because the brand Reebok is only shown on the bottom which isn't that big,Some people may not see the logo promoting Reebok as they may just scan through the advert as its not obvious the add is for Reebok. Oppositional- Given that the fingerprints...
Read more